January 11, 2019

When Arm Holdings purchased the Treasure Data CDP last year, they said they would use it to combine Internet of Things data with conventional customer data. Sure enough, Arm has released a retail solution that integrates Treasure Data with Arm’s Pelion IoT device management platform. The solution will make it easier to to target individual-level messages in real time. It will also feed Reflexis ONE, an Arm partner that recommends real-time actions to store associates.

IoT is one reason that location data has become more available. In fact, there’s so much of it that HERE Technologies has created a marketplace to buy, trade, and sell it. The idea is to make it easier to develop location-based applications and to monetize existing location data. Worried about privacy? HERE argues owners have tighter control over data sold within the exchange than data sold elsewhere.

One big use for location data is targeted outdoor advertising. Which finally lets me mention this month-old news that start-up Firefly has raised $21.5 million for “remotely programmable geotargeted ads” on the roof of rideshare cars. If that sounds familiar, it’s because we wrote about last summer about Grabb-it, which puts geotargeted ads in car windows.

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